Why Reps Don’t Follow Your Sales Process (And How to Fix It) | Supered x Trickle

Your reps know the process. So why don’t they follow it? In this fireside chat, Supered CEO Matt and Jasmine from HubSpot partner Trickle dig into why knowing more doesn’t equal doing better, and how to turn sales process from an art into a science. You’ll see Supered live in HubSpot: real-time rule violations on deals, Get to Zero boards and streaks, AI-generated SOPs, multi-language rules and in-CRM announcements. Plus: why AI agents still need guardrails, how to turn rep pushback into adoption, and a client rollout done in a single afternoon. Works in HubSpot, Salesforce and Pipedrive. Chapters 0:00 Welcome and intros 1:04 Making your sales process stick 2:28 Matt’s path: military intelligence to RevOps to Supered 4:04 Jasmine and Trickle 5:25 Knowing vs. doing 6:18 Client case: a compliance-heavy B2B sales team 7:22 The spell check theory of learning 8:49 Why the CRM alone isn’t enough 11:27 Demo: Supered inside a HubSpot deal 14:48 Tasks vs. data: why you can’t fake it 17:07 Building rule sets 18:12 Can’t AI agents just do this? 20:57 Supered as the guardrail between LLMs and your CRM 23:20 Get to Zero boards and streaks 25:14 Updating rules as your process changes 27:02 AI-generated SOPs 31:17 AI prompts on every rule (Breeze and Claude) 33:22 Rules in multiple languages 35:04 Rollout story: set up in one afternoon 36:56 Reinforce: board updates by email, Slack and Teams 40:14 Turning rep pushback into adoption 42:25 In-CRM announcements 45:22 Audience Q&A and voice prompting 48:31 Coaching beyond Get to Zero 51:13 You can only manage what you measure 53:59 Wrap-up